Below the Line
Below the Line
复制标题
线下
DOI：
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复制
发表时间：
2015
期刊：
影响因子：
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通讯作者：
Irene Prete
中科院分区：
文献类型：
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作者：
Irene Prete
线下表示采用非传统或非常规广告或传播的所有形式的营销活动，例如公关、促销、直接营销和活动营销，这与使用传统大众媒体（例如印刷品、广播和广播电视）的线上做法形成鲜明对比。线下传播的重要性日益增加，是由于营销环境的新发展的出现，特别是互动和多功能媒体的出现，这与传统传播工具的力量的衰落相伴。由于这些变化，各种新发现的、原创的传播形式被纳入这一类别：公关和病毒式营销、物质工具、关系工具、一次性、客户关系管理以及其他非传统工具，如游击营销、依靠精力、时间和想象力的低成本非典型手段。与高价大众媒体渠道相比，线下传播具有成为高效工具的优势，使公司能够降低营销成本，并且可以清晰地衡量，从而提供有关其投资回报的宝贵信息。此外，最近的文献指出了网络工具在提高品牌知名度和创建独特品牌形象方面的作用。
关键词：
非常规通讯；
公共关系；
游击营销；
病毒式营销
Below the line indicates all forms of marketing activities that employ non-traditional or unconventional advertising or communication, such as PR, sales promotions, direct and event marketing, in contrast with above the line practices which use traditional mass media outlets such as print, radio, and broadcast television. The increasing significance of below the line communication results from the emergence of new developments in the marketing environment, and, in particular, the appearance of interactive and multifunctional media which goes hand in hand with a decline in the power of traditional communication vehicles. Owing to these changes, a variety of newfound and original forms of communication are incorporated in this category: PR and viral marketing, material tools, relational tools, one shot, customer relationship management, and other unconventional tools such as guerrilla marketing, low-cost atypical means relying on energy, time, and imagination. Below the line communication offers the advantages to be an efficient vehicle in comparison with highpriced mass media channels, allowing companies to moderate marketing costs, and to be clearly measurable, so providing precious information on their return-on-investment. Additionally, recent literature has pointed out the role of below the web tools to enhance brand awareness and to create a distinctive brand image.
Keywords:
unconventional communications;
public relations;
guerrilla marketing;
viral marketing